Fans have gone to social media outraged, as Nike announced their 30th anniversary of the “Just Do It” campaign with Colin Kaepernick. Kaepernick, the first NFL player to protest on one knee during the National Anthem against police brutality and racial inequality, has become an unpopular public figure to protesters.

To cutting out the swooshes off their socks, to lighting all of the corporations merchandise on fire, some consumers are destroying their Nike gear in protest of the recent campaign. The teaser of the ad released Monday read, “Believe in something. Even if it means sacrificing everything.” Historically, the athletic corporation has not had a “firm stance” on hot-button issues, Nike has announced that for them this is a fight that has turned into a mission.

One man was seen posting on Twitter a video of him violently setting his Nike sneakers on fire with the caption, “First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive?”

It has also been reported that a Louisiana Mayor is trying to ban Nike from his town. On the same day the ad was released featuring the NFL player, Kenner Mayor Ben Zahn released a decree the same day, “Under no circumstances will any Nike logo be purchased for use or delivery at any City of Kenner Recreation Facility.” Though the controversial ad has caused backlash across the nation, Nike sales have gone up by 31 percent during Labor Day weekend.